vovici hub spot blog content factory final
TRANSCRIPT
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Speakers1 2
HubSpot Case Study
Vovici’s Blog Factory Delivers CustomersFeaturing: Jeffrey Henning, Founder & VP Strategy, Vovici
Moderator: Kirsten Knipp, Director Product Evangelism, HubSpot
Image: courtesy of blogs.worldbank.org
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http://www.hubspot.com/hubspot-vovici-blog-factory-archive/
About Our Speakers
Jeffrey Henning Founder & VP StrategyCo-founder of Perseus, which combined with WebSurveyor to form Vovici in 2006. Earlier roles in market research at BIS. Blogger extraordinaire.
@jhenning
Kirsten KnippDirector, Product EvangelismProfessional tech & social media marketer with experience in telco, semiconductors, enterprise & SMB software. Recovering hotelier.
@kirstenpetra
About HubSpot
Founded
Customers
Retention
Employees
2006
2,300+
98%
130+
Inbound Marketing software
& advice that helps SMB
businesses grow
6
About Vovici
SELECTED CUSTOMERS
KEY PARTNERS
Of the Fortune 500
Customers in over 47 countries
Million completed surveys in more than 115 different languages.
Years of industry experience, leadership and innovation
60%
2,000
150
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Agenda | The Blog Factory
Sources for ideas for blog posts
Research Warehouse Assembly
CapExTeam Plant
10
Agenda | The Blog Factory
Half-finished ideas in storage
Research Warehouse Assembly
CapExTeam Plant
11
Agenda | The Blog Factory
Assembly of ideas and notes into posts
Research Warehouse Assembly
CapExTeam Plant
12
Agenda | The Blog Factory
Building a team of bloggers
Research Warehouse Assembly
CapExTeam Plant
14
Agenda | The Blog Factory
HubSpot.com as your factory
Research Warehouse Assembly
CapExTeam Plant
17
Agenda | The Blog Factory
Sources for ideas for blog posts
Research Warehouse Assembly
CapExTeam Plant
19
Light Bulb = Idea
We credit Edison with inventing
the light bulb
He really invented the long-lasting
filament
He and his team of researchers
investigated over a thousand filaments
You must be as diligent in collecting ideas
“Genius is 1% inspiration and 99%
perspiration.”
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Title Idea: “Dunbar’s Number is Nonsense”
Subjects: “talk about leadership work of Jeanne Bliss”
Links: “Respondents' anonymity must be strictly preserved...” -
ICC/ESOMAR International Code of Marketing and Social
Research Practice, paragraph 4
Quotes: “The future is here today. It's just not evenly
distributed.” - William Gibson
FAQ: Answers to frequently asked questions
Charts, Graphs, Slides, Cartoons…
Shape of an Idea
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Where Do Blog Posts Come From, Daddy?
Tomorrow’s Blog Post
50 Notes
538 Ideas
Image courtesy of edupics
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Idea Management System
Come up with topic buckets
Develop your list of categories
Generate ideas for each category
Collect your ideas in one place
A Word document using the outliner
Excel
PowerPoint
SharePoint for collaboration
23
The Research Lab: Great Sources of Ideas
Questions from prospects
Questions from customers
Ideas from coworkers
Social-media conversations
Communities
Surveys for a series of posts
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Posts Themselves are a Source of Ideas
Spin-off posts (to keep posts under
800 words)
Realizing need for detailed
introduction to a post
Phrases you wish you had a post to
link to
Comments to past posts
25
Agenda | The Blog Factory
Half-finished ideas in storage
Research Warehouse Assembly
CapExTeam Plant
26
Half-Baked Ideas
Example: Dunbar’s Number is Nonsense
Research article "The size of the matter“
PluggedInCo blog post expanded on a CNet article on
Dunbar and Facebook
Popularized by The Tipping Point but misapplied
General Mills’ advice on advantages of small MROCs
Ingredients for half-baked ideas
Excerpts from blogs and books
Link collections
Notes to yourself
Other ideas
28
Juxtaposition & Cross-pollination
Customers of the
Future +
WarGames
Candy Hearts
+
Market Research
Techniques
Affective & Calculative
Commitment
+
Vulcans
29
Agenda | The Blog Factory
Assembly of ideas and notes into posts
Research Warehouse Assembly
CapExTeam Plant
30
Chunk Up Whitepapers for Blog Posts
Whitepapers are a great
source of content
But don’t treat them as a 5-
part series
Too daunting for readers
Too easy to postpone reading until
the series is finished
Publish posts individually at
intervals
When done, write a roundup
post linking to all the rest
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Agenda | The Blog Factory
Building a team of bloggers
Research Warehouse Assembly
CapExTeam Plant
36
Build a Team
Look to unconventional
sources for talent
The recent graduate who loves
The employee who runs a
homebrew blog in spare time
Many hands make light work
Split up duties
Have an editor
Divide posting schedule
Consider hiring a journalist
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Survey Projects
Topic research
Survey house list or current readers to
determine what topics they want
covered
Great source of original content
CE IQ study
39
Agenda | The Blog Factory
HubSpot.com as your factory
Research Warehouse Assembly
CapExTeam Plant
The Plant: HubSpot Blogging Tools
Blog team can
• Draft
• (p)Review
• Optimize
• Publish
• Promote
• Monitor
• Improve
HubSpot software and advice can support your business blogging efforts.
No time to blog: consider a HubSpot Service provider
http://services.hubspot.com/blog-article-writing/
Duplicate Blog Success with HubSpot90% experienced a traffic increase
HubSpot Customers
say Blogging plus
Search Engine
Optimization are top
success factors
MIT ROI Study, Jan 2010
86% experienced lead increases
We Welcome your Questions
Kirsten KnippDirector, Product Evangelism@[email protected]
Jeffrey Henning Founder & VP Strategy@[email protected] x 550